If you’re online, who needs a printed phone book? You can search, find, and contact the person or company much faster with a click than a flip. And think of the paper you save.
I read this terrific sustainability blog from Green Living Tips about the environmental impact of printing and distributing the White and Yellow Page phone books, and how you can opt-out.
Phone books are hugely unsustainable. Did you know that according to Yellow Pages Goes Green, in the USA alone the 540 million directories represent:
19 million trees to provide the paper
1.6 billion pounds of paper wastage
7.2 million barrels of oil (not including delivery)
268,000 cubic yards of landfill
3.2 billion kilowatt hours of electricity consumption
Ugh! The post has more startling green information. So I opted-out of my Yellow Pages delivery this morning at YellowPagesGoGreen.org.
Now, to get rid of all of those old telephone books around your home and office, here are some uses short of tossing it in the recycling bin:
Packing material
Shredded, wet, then compressed into bricks for wood fires
Let me know when you’ve opted out and what you’re going to be doing with your old books. Please share this blog with your world, and save a few trees in the process.
I saw this poll earlier this week that Americans are way more concerned about the economy than they are about global warming. Big surprise. Then I saw this campaign from big oil that plays directly to this fear. Surprisingly, I think API, the trade association for America’s oil and gas industry, has done a nice job with this campaign. It appears to be informative and fairly transparent. Or, am I just being duped?
As Barack Obama takes office, the public’s focus is overwhelmingly on domestic policy concerns – particularly the economy. Strengthening the nation’s economy and improving the job situation stand at the top of the public’s list of domestic priorities for 2009. Meanwhile, the priority placed on issues such as the environment, crime, illegal immigration and even reducing health care costs has fallen off from a year ago.”
Now, let’s look at big oil’s campaign.
One of their new spots focuses exclusively on the economic benefits of cultivating domestic energy supplies: the softer side of “Drill Baby, Drill.” The call-to-action takes you to an educational website, EnergyTomorrow.org, about the clean processes associated with producing domestic oil, and its importance for our economy and security, among other domestic and international issues: All powerful points.
Some observations about the spot:
She begins by hitting you right between the eyes: “Rebuilding America’s economy will take energy from all sources.”
Wardrobe: Her black, professional business attire juxtaposed to a set as white and clean as an operating room suggests that oil and the environment can coexist
Obvious use of buzz words of “Drive” and “Generate” in relation to the economy hammers their position of the importance of domestic oil & gas
Where does the money go? “To schools, public safety, and community needs.”
Pie chart with people-filling suggests that most voters support “Increased production of oil and natural gass.” But it only looks like 65 percent or so do.
She closes with, “Putting it all together for Americans,” and invites you to log on to learn more.
It’s a compelling campaign and a solid website. So is this just more propaganda from big oil? Or is it a legitimate outreach effort to educate Americans on the importance of tapping into our domestic oil and gas, and that we can do it with more environmental sensitivity than ever before? What do you think?
Until we wean ourselves off of burning fossil fuels for more sustainable, renewable and clean energy, we have little choice. We’ll remain in bed with big oil.
One way we coexist with those companies that make us co-dependent on our carbon-producing ways is to demand their transparency. I believe this website and campaign are a big step in that direction. The oil and gas industry is presenting their case in a factual way for all of the world to see, nitpick, and challenge. It is our job as consumers to engage in this conversation and learn the facts about what they’re doing and their real impact on the economy and environment.
Obviously, American’s want a thriving economy; and apparently way ahead of all other green issues. Our domestic natural resources can help us get there. We absolutely must protect the environment in the process. And now, more than ever, we can all have a voice in how we go about it.
Your thoughts? Is this propaganda or a new era of green conversation with the consumer?
Please feel free to share this post by copying the following into your Twitter and tweet away: Americans fear the economy over global warming, and big oil is paying attention: http://tinyurl.com/cpkoqp
ProBlogger Darren Rowse offers “21 Ways to Write Posts that Are Guaranteed to Grow Your Blog.” I thought I’d try his recommendations to see how it impacted traffic to my green marketing blog. With each of his categories is one of my posts on environmental and eco-friendly campaigns (This offers an archive as well as an experiment). I will put this content to the test, as well as a number of other tips he offers at problogger.net, to build traffic. And I’ll report back to let you know which tips garner the most readers.
Have you tried these different tactics, and if so, which work the best for you?
It’s no secret that most everything Obama’s campaign has done online has been exceptional. Scott Goodson’s post on the Marketing Strategy and Innovation blog does a great job of spelling out the high points of the strategy.
Leveraging the Power of Inspiration
Bottom-up Brand Management
Continuous Activation Through “SMART” Objectives
Social Networking Infused with Healthy Competition
Pop-up Stores to Galvanize Online/Offline Activity
I just want to take a moment to celebrate all we – as messengers of green, environmental, sustainable, or whatever you want to call our Earth-friendly marketing pursuits – have learned from Obama’s social media outreach by featuring one of his videos. I like it because it’s beautiful storytelling that is welcoming, engaging and inclusive. Above all, it feels honest to me.
All of our green environmental outreach efforts for recylcing, conservation, sustainability, etc., should be as open and honest. That’s how you invite the rest of the world to join your cause.
Just as I was defending Twitter this morning for being an excellence resource for expert information, I opened my email to learn that elephantpoopaper was now following me. That’s right, a company that specializes in stationary pressed from pachyderm dung felt compelled to follow me on Twitter. The credibility of my argument just went down the crapper.
It all started from a blog our WOM guru posted yesterday about the viability of Twitter as a resource for so-called experts to share information. His premise: Just because you can use Twitter to link to something you’re reading doesn’t make you an expert.
I think experts abound on Twitter, as do frauds. But be careful how you judge. Just because someone Tweets about an interesting story their reading doesn’t mean they’re trying to position themselves as an expert. They’re simply sharing with you something that interests them. You can choose to read it or not. If you really want to decide if this Tweeter knows their shit, then follow their link to their blog, that reveals their insight, which may lead to a b2b website, which should tell you everything you need to know about their expertise. It’s actually quite transparent, if you ask me. Those that are masquerading as experts are soon revealed with a little sleuthing on your part.
The Four Main Things I Like About Twitter:
Listening: Our son, who is in film school at Chapman University, said he didn’t have time for another social media tool. Facebook already does it for him. He doesn’t care to receive a Tweet about his buddy hanging in Dunkin Donuts. I showed him that he didn’t have to participate in the conversation on Twitter, but he could listen in on the tweets from the Hollywood types to see what was happening in the biz. One of the best uses of Twitter is to find your target communities and simply listen and learn from their conversation. Be a fly on the wall.
Sharing: I read lots of incredible blogs about green marketing, innovation, music, and other quirky and inspiring stuff. When I find something that I fancy, I “Twithat” and share it with you. In essence, I aggregate information that hopefully helps those who follow me. It’s a service I offer. Doesn’t mean you have to read any of it, and it certainly doesn’t proclaim me as an expert. However, the bi-product of reading and sharing helps make me a smarter professional. Linking and sharing in Twitter is also a great way to archive wonderful information for easy access later.
Trolling: Twitter is my fishing pole. Here’s the deal: Our ad agency specializes in green, environmental, sustainable, conservation causes and marketing. So I think of our website as the wharf where we process our catch. This blog is my fishing troller that allows me to standout in a sea of marketing people. Here, you get an idea if I’m for real or not. I share my insights and you choose to come aboard or sail away. Completely your call. Twitter is my fishing pole. I cast out into the ocean of green marketers, companies, professionals, and aficionados and hopefully lure you into reading my blog. Then you decide if you want to hang with me/us. It’s as transparent as I can be short of sitting down with you in your office, living room, or pub (I prefer the pub, BTW).
Yapping: This is where it all started with Twitter: Having conversations with those that share your interests. You don’t have to be an expert, or even parade as one. Just share what interests you and your followers will come.
So I defend Twitter. It’s not perfect, but it’s pretty dang amazing to be able to connect, communicate, and share so quickly with the special interest world around you.
What are your thoughts about Twitter? Do you use it to look like an expert, become an expert, or share your expertise?
My buddy Paul in Seattle called me the other night about Twitter. He’s a neophyte and non-believer. Paul has traveled the world, experienced extraordinary things, and puts in the reading and effort to be an expert. He’s skeptical about the depth of most bloggers and certainly about the value of Twitter. Paul is also famous for his world-class rants. So I leave you with his response to elephantpoopaper following me on Twitter:
Oh my god, this hurt my brain. Too early maybe. Cyberspace, poo, what, twitter is poo, no elephant poo, twitter cloud talking about poo, and poo paper is a tangible thing! @#&*!
Here is another reason to get to India. Poo House. But you have to go there to talk them – can’t twitter them.
Feel free to re-Tweet this post to get other opinions by copying this line into Twitter.
Is Twitter a powerful tool for experts or elephant dung? http://tinyurl.com/777t3b
Don’t worry, it probably won’t make you look like an expert.
One other thing: What do you think happens when Elephant Poo Paper gets wet?
If you’re online, who needs a printed phone book? You can search, find, and contact the person or company much faster with a click than a flip. And think of the paper you save.
ProBlogger Darren Rowse
Just as I was defending Twitter this morning for being an excellence resource for expert information, I opened my email to learn that 
